Type of record:
  • strategy method
  • micromethod
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
  8. 7
  9. 8
  10. 9
  11. 10


Presenting ideas and fighting for ideas is especially important in large organizations to get ideas into the implementation. The AIDA formula is an old and well-known step-by-step model of advertising effectiveness and was developed by the American strategist E. St. Elmo Lewis (1898).

The AIDA model shows the

The acronym stands for the basic stages of a sales conversation:
A = attention (attention)
I = interest (interest)
D = desire (desire)
A = action.

The communication model is based on the assumption that human information processing and decision making are also divided into four consecutive steps: Attention, Interest, Desire and Action. Today, the AIDA model is also often used to check and optimize advertising messages. In addition, it is very well suited as a presentation method to communicate ideas optimally.
  • Effective for radical innovations
  • Effective for disruptive innovations
  • Effective for incremental innovations and improvements
  • Effective for medium complexity challenges
  • Effective for low complexity challenges
  • Effective for all innovation types
  • P7 Idea selection (idea evaluation - filtering - deciding)
  • P9 Fighting for ideas (Building Commitments - Generate Fundings)
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